The main purpose of this research study is to understand the impact of social media influencer's perceived effectivity on consumer's attitude towards healthy food products purchase intention. Quantitative methods were carried out in this research. Random sampling method was used to collect the research data. Indonesian respondents were chosen entirely by chance from the large population whose residence is in Indonesia and Taiwan. The data was collected in aggregate and analyzed using IBM SPSS Software. The analysis techniques included reliability analysis, correlation analysis, as well as regression analysis. The result of this research showed three out of five influencer's perceived effectivities (attractiveness, product match-up, and message transfer) can predict consumer's affective attitude in the process of healthy food purchase decision making. More importantly there are other factors which can influence the process of purchase decision in consumer's mental state and motivation. Those other factors are the packaging of the foods and their preference in utilizing various social media platforms. There are insightful findings in the information searching process through social media platforms. Answers are including trustworthiness, attractiveness, clear information delivery, easy accessibility, experience based reviews, insightful knowledge, and the matching of products with influencer's personal branding.

The main purpose of this research study is to understand the impact of social media influencer's perceived effectivity on consumer's attitude towards healthy food products purchase intention. Quantitative methods were carried out in this research. Random sampling method was used to collect the research data. Indonesian respondents were chosen entirely by chance from the large population whose residence is in Indonesia and Taiwan. The data was collected in aggregate and analyzed using IBM SPSS Software. The analysis techniques included reliability analysis, correlation analysis, as well as regression analysis. The result of this research showed three out of five influencer's perceived effectivities (attractiveness, product match-up, and message transfer) can predict consumer's affective attitude in the process of healthy food purchase decision making. More importantly there are other factors which can influence the process of purchase decision in consumer's mental state and motivation. Those other factors are the packaging of the foods and their preference in utilizing various social media platforms. There are insightful findings in the information searching process through social media platforms. Answers are including trustworthiness, attractiveness, clear information delivery, easy accessibility, experience based reviews, insightful knowledge, and the matching of products with influencer's personal branding.

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